Blind experiment
...In some disciplines, such as drug testing, blind experiments are considered essential. In other disciplines, blind experiments would be very useful, but they are totally impractical or unethical...A classic example of a single-blind test is the "Pepsi challenge". A marketing person prepares several cups of cola labeled "A" and "B". One set of cups has Pepsi, the others have Coca-Cola. The marketing person knows which soda is in which cup but is not supposed to reveal that information to the subjects. Volunteer subjects are encouraged to try the two cups of soda and polled for which ones they prefer. The problem with a single-blind test like this is the marketing person can give subconscious cues which bias the volunteer, whether or not these were intended. In addition it is possible the marketing person could prepare the separate sodas differently (more ice in one cup, push one cup in front of the volunteer, etc.) which can cause a bias. If the marketing person is employed by the company which is producing the challenge there's always the possibility of a conflict of interests where the marketing person is aware that future income will be based on the results of the test.



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